KEY TAKEAWAYS
- Health misinformation is a serious issue linked to low health literacy, with spread exacerbated by social media and AI.
- Pharmaceutical companies can help combat health misinformation through engaging with patients to develop accessible materials, and reaching audiences through the digital channels they use.
The spread of misinformation can have a serious impact on health and weaken public confidence in healthcare professionals and the pharmaceutical industry. In a recent PMLiVE article, Catherine Devaney explores how pharmaceutical companies can help combat the rapid spread of health misinformation online.
Devaney highlights that a lack of trust in institutions, healthcare systems, and governments is driving the public away from traditional sources of health information. In addition, “misinformation is easier to understand for many people”, with ~40% of working age adults in the UK unable to understand everyday health information due to low levels of health literacy. Health misinformation spreads rapidly on social media and through the use of AI, and often gains traction by appealing to emotions like fear, hope, or scepticism.
“Health communicators must proactively build trust by making information available in an accessible and engaging way.”
Devaney advises that health communicators must proactively build trust by making information available in an accessible and engaging way. She outlines key actions that health communicators in pharma can take, including:
- fostering relationships between key stakeholders, including healthcare professionals, scientists, and patient advocates, to promote transparency and trust
- gaining accreditation for evidence-based, plain language, and accessible materials, such as the Patient Information Forum (PIF) TICK certification
- engaging with patients who will use the information during the development process, to learn from their unique insights and ensure that the content is tailored to their needs
- monitoring digital platforms proactively for misinformation trends and developing a plan to engage with audiences via the same channels.
Devaney urges the pharmaceutical industry to use their expertise and resources to join the fight against misinformation, making a positive impact on health inequities.
—————————————————
